“A Brief History of Humanity” is described by an emotional brushstroke: the concept of the company, the currency and the words, which are full of imagination, enable the originally weak human beings to acquire powerful and powerful tools, form a huge organizational force, and quickly become the planet’s hegemon. In the era of agricultural civilization, society is organized by small units. In the era of industrialization, society has moved toward a major division of labor. In the era of agronomy, people are watching and helping each other. Although social efficiency is low, supply and demand are integrated. In the era of industrialization, people have a professional division of labor, and social efficiency has been greatly improved, but supply and demand have deviated. Great thinkers are working to solve this social problem.
In the era of inefficient agricultural civilization, the stability of society is inseparable from the “harmony and stability” of Confucian culture and the order of the father and son of the Confucianism. Therefore, in the agricultural era where the family is the basic unit, Confucius is the era navigation mark. In the era of high-efficiency industrial civilization, when society is moving apart, the corporate culture of Christian civilization and the pursuit of social values has become the ballast stone of orderly development of society. Therefore, in the era of industrial civilization based on the company, Drucker became the West. “Confucius” is “centered” for the industrialized society.
The path of model innovation is far from business logic. Closer look at organizational logic. Looking at it is financial logic. Innovation often occurs from the business level, and the organization follows up with the formation, and finally forms a new financial investment capability in the internal process.
Throughout the centuries of business history, great companies are effective organizers of key resources in the industry chain. Either forward-oriented control technology, or backward control of the market, the former is rooted in technology, such as Huawei; the latter is rooted in the market, such as Xiaomi, Ali. The sustainable development of any company needs to complete the integration of construction, from supply to demand, and complete the integration of supply and demand.
Marketing is the most important business activity for enterprises to get through the demand side. We simply sort out the details of the three marketing activities in the channel value chain, as shown in Figure 1:
The first generation of marketing model: the era of big circulation. In the era of commodity shortage, the “big circulation model” that does not need intensive cultivation as the market terminal uses the lowest sales cost and the large industry to complete the confluence, which makes a group of enterprises rise rapidly. In the 1990s, Lu wine enterprises represented by Confucius and Qinchi went to the market through big communication, big investment, large circulation, and large production. This is the first generation marketing model since China’s marketization.
The second generation marketing model: the era of deep distribution. Around 2002, the Huishui enterprise represented by Anhui Kouzi, through the human tactics and control of the terminal, innovated and carried forward the hotel intraday disk. Around 2006, with Yanghe as the representative, innovation and development of the consumer disk in the disk – group purchase. Many regional leaders and powerful enterprises have continued to sink through channels, realizing direct control terminals and channels as kings. At this stage, we call it the era of deep distribution. This is the second generation marketing model since China’s marketization.
The first two generations of marketing models have fulfilled the historical mission for the rise of Chinese local enterprises in specific historical stages. The tangible hands of enterprises facing the market, from dealers to terminals, ultimately did not solve the problem of “supply and demand divergence and user loss of connectivity”. A large number of people’s financial resources are consumed in the channel, and there is no effective link with the final consumer users, and through the effective marketing activities and consumer users to form an integrated relationship, allowing enterprises to obtain market conditions for sustainable transactions.
The third generation marketing model: new marketing. Through the transformation of its own organization, the enterprise upgrades the functions of external distributors and terminals, and makes the channel become the extension of the marketing function of the enterprise. With the means of mobile internet and online and offline integration activities, the company finally forms an integrated relationship with consumers and waved goodbye to users. Lost in the depth of the marketing era.
There are two key words here, Hong Kong people ruling Hong Kong and users. Different from the “de-intermediation” of the Internet e-commerce era and the “channel sinking” of in-depth marketing, new marketing needs to take advantage of and transform business partners, “Hong Kong people ruling Hong Kong”, everyone together for millions of users, millions of users A large number of marketing activities were launched to open up the last mile and form an integrated relationship with consumer users.
I and Liu Chunxiong studied new marketing from different angles when they were unfamiliar with each other. He started from the perspective of communication. I cut through channels and organizations. I proposed “channel digitalization, user privatization”, he proposed “social Currency, B2B brand commercialization, more and more consensus.
The emergence of any kind of model will echo and solve a social problem. User education is the problem and opportunity of this era.
The user education bonus has arrived. Technology has changed the society. Today, the popularity of smartphones and the popularity of short videos have brought about profound changes in the environment and logic of value transmission and media communication. The way consumers accept a brand has changed. Consumers are willing to pay a higher price to buy products they think are better. They need to understand and experience the “causes” behind the product from the perspective of the source-supply chain, rather than simply instilling a “crane” “Concealed, “yearly” conceptual “results”, “because I know what kind of reason is what kind of good results, so I trust this good product more”, which is in line with human nature, this kind of ” insight into causality, familiarity Once the trust of the deep experience is formed, the consumer users will instantly abandon the so-called “occupation of the user’s mind” brand. On the contrary, those enterprises that find an effective education system for consumer users will plunder users in the marketplace and quickly form their own competitive advantages.
In the above-mentioned third marketing revolution model, the enterprise will eventually upgrade the “activity logic”, “propagation logic”, “transaction logic” and “consumption logic” to the consumer users through means-rich diversion portals. Refactoring to complete the upgrade of the new marketing model. (See Figure 2)
Sales is a trading behavior for business objects. It is like driving. Marketing is the relationship building and demand cultivation for the ultimate consumer users. It is like building roads, marketing is good, sales will become easy, and marketing makes sales simple.
Today, we discuss the proposition of new and old marketing. In fact, it is the process from sales to marketing. It is a process of stepping infinitely close to consumer users, and it is a process from supply chain to demand chain. Therefore, the process of new and old marketing switching in each era, methodology, rhythm, and means are changing, and the core proposition of supply and demand has not changed.